Know your goal (and measure!)
Before you jump into printing hundreds of brochures or spending money on advertising, know your goals. First, what business goals do you hope to achieve – are they linked to revenue, profitability, growth, new customers? Next, establish the precise role your marketing activities play in the attainment of these business goals. Drive inbound leads? Raise awareness? Reach the most profitable target? Shorten the sales cycle? Pick numbers. Know where to find these numbers. Make a chart and update it every single month. Over time, look for patterns and focus on the marketing tactics with the most impact.